BigQuery integration: a resolved event stream you can query yourself

Stream resolved events and orders into BigQuery, so your analysts work from the same identity graph the ad platforms receive.

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Role: Destination
Category: Data warehouse
Plans: All plans

About BigQuery

Upstack writes the same resolved events to BigQuery that it forwards to every ad platform, so the warehouse and the platforms describe one dataset.

When a number disagrees with a platform, that becomes a finding rather than an unresolvable argument about whose pipeline is right.

What BigQuery is

BigQuery is Google Cloud’s warehouse, and for most commerce teams it is where the analysis that matters actually happens.

Warehouse analysis is only trustworthy if it reconciles with what the ad platforms were told.

How BigQuery works

BigQuery stores whatever you load into it and answers questions at scale. The usual failure is not the warehouse. It is that the orders in it and the conversions sent to Meta were produced by two pipelines with two definitions.

What you can do with it

Three jobs this connector does inside BigQuery.

Send complete conversions

Conversions reach BigQuery through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival, and the conversions you never saw stop being invisible.

Optimize on the customer you want

Map any order attribute to the conversion BigQuery receives (profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout), so the platform learns from the buyers worth acquiring.

One dataset, warehouse and platforms

The rows in your warehouse are the rows the ad platforms received, so a discrepancy is a real finding rather than a pipeline difference.

Documentation

Set-up reference.

Set-up, event schema and field mapping for BigQuery as a destination.

FAQ

BigQuery integration questions.

What does Upstack send to BigQuery?

Stream resolved events and orders into BigQuery, so your analysts work from the same identity graph the ad platforms receive.

Which plans include the BigQuery integration?

All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.

Will Upstack slow down my store?

Upstack’s own pixel loads asynchronously and fails silently, so it doesn’t hold up your pages. What each destination adds depends on its Tracking Method. The default, Browser + Server, loads that platform’s own tag on your store, in place of the copy you would otherwise install yourself, and also sends the same events from Upstack’s servers. Choose Server for any destination that offers it and its tag never loads, while its events still arrive from Upstack’s servers.

Similar integrations

Other destinations to send to.

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Get BigQuery tracking right.

A 15-minute walkthrough tailored to your stack and channels.

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